Telemarketing … the ‘Necessary Evil’

In building monthly giving programs, no other medium can successfully and quickly recruit as many donors as telemarketing. Nor can any other medium recruit as many higher-value monthly donors — those who give by credit card or electronic funds transfer.

Telemarketing also is the most effective medium in upgrading donors. The “give-and-take” that ensues between a telemarketer and a donor provides an excellent opportunity to better gauge a donor’s giving potential and his or her commitment to the organization.